Ama Lou does her best Diddy impression in her new music video for 'NORTHSIDE.'
This innate sense of style translates to her music videos, too, as is the case with her newly released “Northside” video. The entire visual is self-styled, and Lou pulled each piece from her own closet. “The first look is a fit that is kind of classic,” Lou says over email about the red puffer North Face vest that she pairs with a grey sweatsuit. “It’s a North London fit. Growing up my friends dressed like that.” Lou found the “Northside” shirt while vintage shopping online.
As for that buttery soft, standout black leather jacket, Lou said it’s a styling nod to her overall inspiration for the clip: mid-90s to early 2000s Craig Mack, Mase, and videos. “Apart from the first look, I was generally doing my interpretation of how the songs felt,” Lou says of her approach. In the end, the styling really does feel ultra-slick and confident, just like the song.
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